How To Voice
This chapter discusses various voicing options for Voicesumers in today’s digital platforms by using anecdotes and cases. The chapter conceptualized Direct and Indirect Consumer Voices by spring boarding traditional consumer complaint literature. Online consumer ratings and reviews as well as electronic WOM (e-Word-of-Mouth) are discussed as newly developing consumer voicing tools. The potential fraudulent use of consumer voice is also discussed. The importance of such voicing tools for consumer voice and market democracy is discussed from business and legal point of views.
Consumer Voice: The Democratization of Consumption Markets in the Digital Age
Open Access Status
Kucuk, S. U. (2020). How to Voice. In S. U. Kucuk (Ed.), Consumer Voice: The Democratization of Consumption Markets in the Digital Age (pp. 71–93). Springer International Publishing. https://doi.org/10.1007/978-3-030-53983-2_4